The underlying IP value of “Moo Deng”, the adorable viral phenomenon made in Thailand

“Moo Deng”, the pygmy hippopotamus under the care of Khao Kheow Open Zoo in Si Racha District, Chonburi Province, Thailand, has become a global sensation. Renowned for its endearing appearance and unique personality, Moo Deng has captured hearts worldwide through the zoo’s engaging social media content. In addition to Moo Deng, the zoo has introduced several other animals online, allowing people worldwide to admire the charm of its various inhabitants. The Zoological Park Organization of Thailand (ZPOT) even offers an uninterrupted livestream in some enclosures, including Moo Deng’s: https://www.zoodio.live/th/live-streaming

Recognizing the IP values of these little creatures, the Department of Intellectual Property initiated a collaboration with the ZPOT to promote and protect related intellectual property rights, including through copyright notification and trademark registration. After notifying the copyright ownership over the first Moo Deng logo selected after a public vote on the ZPTO’s Facebook page, there are now two pending trademark applications for another logo selected by the ZPOT to represent Moo Deng:

The licensing of the various rights is already generating substantial revenue for the ZPOT, who pledged to use the funds to improve the living conditions of animals kept in zoos in Thailand.
 
This initiative shows the potential of the combination of skillful use of social media and timely intellectual property protection which can be utilized by diverse entities, including governmental administrations, nongovernmental organizations and zoos… It is also a demonstration of Thailand’s soft power and the proof that the country is undeniably becoming a leader in creative content.

References:
[1] DIP news
[2] Image